An experiential approach to differentiating tourism offers in cultural heritage

Nowadays, tourists are in search of active holidays and engaging emotionally, physically, socially, psychologically and/or spiritually authentic experiences, rejecting mass tourism and standardised packages. In addition, tourists increasingly devise their holidays with the aim of learning, self-development and making contact with the local population. Due to the post-modern commodification of culture, visitors’ experiences with cultural heritage require innovations and adaptations in order to offer them unique and meaningful personal events rather than the former passive activities. All around the world, numerous museums, heritage sites and cultural venues are now working in this direction, introducing new visiting models. Memorable visiting experiences can be designed in museums and in heritage sites, not only for the segments of traditional demand but also for new ones which, in general, include younger guests. It is a way to transform cultural heritage into an experiencescape (O’Dell & Billing 2005), a place of enjoyment, socialisation, pleasure, emotions and amusement, offering visitors different kinds of valuable tourism, educational, cultural and entertainment experiences.